When it comes to personal care products, deodorant can feel like some of the most personal. Consumers are increasingly aware of ingredient lists, and showing preference for organic or natural products. To better gauge the current state of these purchases, CivicScience asked more than 2,100 U.S. adults about their buying habits. 

As the data show, Americans are largely in favor of deodorant, with antiperspirants following closely behind.

It’s worth noting that 11% of U.S. adults don’t wear any kind of deodorizer. While this study does not dive into the non-deodorant segment of the population, it’s certainly something that should be explored for the greater good.

Among the respondents studied, 9% currently use a natural deodorant–an increase of two percentage points since our last report. And, broadly speaking, 46% of U.S. adults said it’s at least somewhat important to them to buy a personal care product that is free from chemical ingredients. 

Natural deodorant is used fairly consistently across all age ranges, but peaks among adults aged 25 to 34. Antiperspirant is fairly unpopular among members of Gen Z who actually prefer a standard deodorizer.

Interestingly, people making under $100K per year are more interested in all-natural personal care products. But importance doesn’t necessarily indicate buying behaviors as natural deodorants, like Native and even Dove’s aluminum-free line, are usually more expensive than standard deodorants and antiperspirants.

What’s more, those who have worked from home as a result of the pandemic are the most likely to be using a natural deodorant. Perhaps working from home provides a risk-free environment to experiment with a deodorant that may or may not get the job done. 

It’s clear that the market for a natural alternative to deodorant is poised for additional gains, especially when considering that people who consider brand more than price when shopping for personal care are significantly more interested in a natural products than people who prioritize price.

So where does this leave us? Well, in the toiletry aisle, deodorants and antiperspirants are still leading the way in keeping Americans smelling fresh. However, natural deodorants have gained a little ground. Consumers appear to be curious about efficacy and also willing to pay for one that actually works.